Brewers need to improve the image of beer for it to survive

Brewers and licensees should concentrate on improving the image of beer if they want people to carry on drinking it, according to a new industry report.

Rather than continuing to market the product to young men, brewers need to broaden its appeal aiming it at the over-50s and women - otherwise the wine and spirits sector will take over.

Speaking at the launch of Interbrew UK's 2003 Market Report, Stewart Gilliland, chief executive of Interbrew UK and Ireland, called for the industry "to make a concerted effort to work together to get the beer market back on track".

He added: "There is a need for leading figures from all walks of the industry to identify areas of common ground and to focus on these to make positive moves forward. The challenge for us all is to work towards making beer great once again.

"Beer remains by far the most popular alcoholic drink despite the growing popularity of wine and premium packaged spirits. However, the level of competition is intensifying so we must work together to communicate beer's many attributes to ensure it remains the number one choice."

Interbrew UK estimates that wine could overtake beer in terms of its share of total alcoholic drinks sales within 10 years.

To combat this, it says the industry should not only broaden its appeal so that more women and over-50s drink it, but the sector should also look at matching beer with food and introducing speciality beers.